Accepted into Track 12: Communication & Public Perception — World Geothermal Congress 2026
Some revolutions don’t begin on the main stage—they start in the corners of convention halls, whispered between engineers and idealists around “crusty tables at the back of the trade show.” That’s where geothermal has lived for too long: a quiet, powerful force buried beneath the noise of flashier renewables.
In 2026, that conversation moves to the spotlight.
Business on Camera and WeMaple will present From Back Tables to the Global Stage: Branding Geothermal for Scalable Impact at the World Geothermal Congress in Calgary—an exploration into how storytelling, brand strategy, and cultural framing can turn an overlooked technology into a global movement.
The presentation doesn’t reveal a product. It reveals a pattern—a methodology for transforming how society feels about heat from the Earth’s core. Because in energy, perception is power. And when the story changes, so does the future.
For decades, geothermal has been framed in the language of subsurface temperatures and megawatts. We’re changing that vocabulary to one of belonging, innovation, and inevitability. It’s not just a clean technology—it’s a cultural symbol of balance between power and planet.
Behind the lens, Business on Camera and WeMaple have quietly worked with innovators from Alberta to Belgium, shaping narratives that reframe geothermal not as an alternative, but as a foundation. Through documentaries, digital strategy, and public storytelling, we’ve built bridges between engineers and investors, communities and policymakers, science and emotion.
Now, that quiet work steps into the global forum.
At WGC 2026, Track 12 is about more than communication—it’s about rewriting the social contract of clean energy. Expect the unexpected. The language of geothermal is changing, and so is who controls the narrative.
Poster Presentation No. 127 – WGC 2026, Calgary Telus Convention Centre, June 8–11, 2026.
